The objective of this thesis is the conceptual development of the blue ocean strategy for the start-up company "Bonaverde" from Berlin. The Blue Ocean Strategy (BOS) is a holistic approach for the systematic development of profitable business models to capture new markets. The concept of the BOS was developed by W. Chan Kim and Renée Mauborgne, university professors at INSEAD Business School. It is the result of fifteen years of investigation, analysing successful companies and their abortive competitors.
Coffee is a brewed, caffeinated beverage prepared from roasted and ground coffee beans, which are the seeds of the berries from the Coffea plant. From the region of origin, Kaffa in Ethiopia, over Arabia which has traditionally enjoyed a monopoly position in former days, the coffee finally reached Europe. Only affordable for well-off citizens and aristocrats at one time, coffee has become the most popular beverage in the world by now.
Today, coffee is grown in more than 70 countries, mainly in regions near the equator such as South America, Southeast Asia, India and Africa. There, the beans are picked, dried and cleaned. The green coffee beans belong to the most valuable and most traded agricultural commodities in the world. About 8.9 million tonnes of raw coffee are annually exported from developing to developed countries.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Problem Statement
- Objectives of the Thesis
- Methods of Research
- Structure of the Thesis
- Concepts and Tools of the Blue Ocean Strategy
- Concepts of the Blue Ocean Strategy
- Blue Oceans
- Value Innovation
- Tools of the Blue Ocean Strategy
- Strategy Canvas
- Six Paths Framework
- Three Tiers of Noncustomers
- Four Actions Framework and ERRC-Grid
- Looking Across the Competition of the German Coffee Market
- The Status Quo of the German Coffee Market
- Structure Analysis of the German Coffee Market
- Competitor Analysis of the German Coffee Market
- Customer Analysis of the German Coffee Market
- The Conceptual Development of a Blue Ocean Strategy for Bonaverde
- The Current Strategy Canvas of the German Coffee Market
- Bonaverde's Paths to Reconstruct the Boundaries of the German Coffee Market
- The Noncustomers of the German Coffee Market
- Bonaverde's Four Actions Framework and ERRC-Grid
- The Future Strategy Canvas of Bonaverde
- Challenges and Countermeasures for Bonaverde
- Challenges for Bonaverde
- Countermeasures to Improve Bonaverde's Blue Ocean Strategy
- Conclusion
- Results of Investigation
- Outlook
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This thesis examines the concept of Blue Ocean Strategy and its application to a German coffee start-up company, Bonaverde. The study aims to develop a conceptual Blue Ocean Strategy for Bonaverde, considering the competitive landscape of the German coffee market. The key themes explored in the thesis are:- Blue Ocean Strategy and its concepts
- Tools and frameworks of Blue Ocean Strategy
- Analysis of the German coffee market
- Development of a Blue Ocean Strategy for Bonaverde
- Challenges and countermeasures for implementing the strategy
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: The introduction presents the problem statement, outlining the need to develop a Blue Ocean Strategy for Bonaverde. It also defines the research objectives, methods, and structure of the thesis.
- Concepts and Tools of the Blue Ocean Strategy: This chapter explores the fundamental concepts of the Blue Ocean Strategy, including the creation of uncontested market space and value innovation. It also introduces key tools such as the Strategy Canvas, Six Paths Framework, Three Tiers of Noncustomers, and the Four Actions Framework and ERRC-Grid.
- Looking Across the Competition of the German Coffee Market: This chapter analyzes the German coffee market, including its structure, competitors, and customer behavior. It further examines the current strategy canvas of the market and explores opportunities for Bonaverde to reconstruct the market boundaries through the application of Blue Ocean Strategy tools.
- Challenges and Countermeasures for Bonaverde: This chapter identifies challenges for Bonaverde in implementing the proposed Blue Ocean Strategy and proposes countermeasures to overcome these hurdles.
Schlüsselwörter (Keywords)
The key terms and concepts central to this thesis include Blue Ocean Strategy, value innovation, strategic canvas, noncustomers, ERRC-Grid, German coffee market, Bonaverde, and competitive advantage. The research focuses on applying these concepts to create a successful Blue Ocean Strategy for a German coffee start-up, considering the specific context of the German coffee market.Frequently Asked Questions
What is the Blue Ocean Strategy (BOS)?
BOS is a strategic approach developed by Kim and Mauborgne that focuses on creating uncontested market space ("Blue Oceans") rather than competing in existing crowded markets ("Red Oceans").
How does Bonaverde apply BOS to the coffee market?
Bonaverde uses value innovation to reconstruct market boundaries, moving away from traditional coffee sales towards a unique business model involving roasting and brewing in one process.
What are the "Three Tiers of Noncustomers"?
This tool helps identify potential customers who currently do not participate in the market, allowing companies to expand their reach beyond existing coffee drinkers.
What is the purpose of the Strategy Canvas?
The Strategy Canvas is a diagnostic tool that captures the current state of play in the known market space, allowing Bonaverde to visualize where they can differentiate from competitors.
What are the main challenges for Bonaverde?
The thesis identifies market entry barriers and customer habits as major hurdles and proposes specific countermeasures to improve the strategy's success.
What is value innovation in the context of coffee?
Value innovation occurs when a company provides a leap in value for both the buyer and the company, effectively making the competition irrelevant by offering something truly new.
- Quote paper
- Anne-Kathrin Skrydlo (Author), 2018, Competitive Strategy. Blue Ocean Strategy for a German Coffee Start-Up Company, Munich, GRIN Verlag, https://www.grin.com/document/1027155
